According to the SWOT analysis above, it is homely that S encounter has a steady presence in the fashion marketplace with strong brand image and customer loyalty. In baffle to maintain and take advantages of such strengths, Swatch should adopt the market-penetration dodging which meat to sell existing products into existing markets with the objectives of securing the dominance of current market and increasing market share from current products ( Kolter,2009, p.85).
Comparing with the cost-leadership dodge and the product development strategy, the former calls for price cutting when change products. It not only reduces companys sales profit, exactly also affects its bran image. The latter strategy requires company to develop a new product, which may cost so much money and time to do the market research and product test.
Therefore, market-penetration strategy is considered as the core strategy for Swatch.
Marketing Mix Decision
Swatchs marketing mix is comprised of the following four aspects:
Product
Customization --- to personalize the watch to fit customers taste and make it more unique
Special features evince more special and limited edition for a youthful, modern and exciting look.
Price
Premium price --- to reflect the exclusiveness, limited and gamey quality of the product;
Place
To open duty-free shops in the airports such as Gatwick and Birmingham airport and in Eurostar station in capital of the United Kingdom --- Eurostar estimates its passenger numbers will increase from 8.3 million this grade to10 million by 2010 ( Railnews,2007).
To put banner on the mesh such as Face Book
Promotion
Celebrity endorsement --- to befool Leona Lewis and use her image
Advertising --- Print and broadcast ads/Posters and leaflets/Billboards
Direct & interactional marketing --- E-mails/mobile messages/ Web sites
Product Strategy
conception of spending time and how swatch watches are
for every TIME.
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